1. How did the brand start and what was the inspiration for it?
It was an accident of sorts - one of our business partners owns a cafe in Melbourne and he had some regular customers that always asked for the leftover coffee grinds. After assuming it was for garden fertiliser he finally asked them what they were using it for, to which they replied it was a great cellulite treatment.
After research we discovered that it was in fact fresh coffee grind that was best for targeting cellulite and other skin conditions, and the idea was born. A scrub made of simple, natural ingredients. A project between friends.
2. Where is Frank sold?
We made a decision to only sell from our online store frankbody.com, so we sell from there to customers all over the world.
3. Do you have any metrics that demonstrate how well the brand is doing?
Since we started frank, we've gone from making it ourselves to having a manufacturing team here in Melbourne. We've gone from physically posting every frank ourselves, to having four global distribution points. We've gone from an in house team of 5 to a team of 13. And we've gone from 0 to 500,000 Instagram followers. It's been busy - luckily we've got a great source of caffeine handy.
4. What was the inspiration behind Frank's unique tone of voice? Are you channeling anyone in particular when writing Frank's chat?
We just wanted the tone of voice to represent the product - humble, honest, and sometimes unexpected. We didn't want to dress the product up in bells and whistles, we just wanted to speak frankly about things, hence the name and the character that followed.
5. Could you tell me how the hugely popular #thefrankeffect Instagram campaign came about? What was the thought process behind them?
The three women behind frank also own Willow & Blake, a communications agency based in Melbourne, Australia. We spend our days developing brand identities - from the name and tone of voice, to web and packaging copy, right through to social media campaigns. We knew we needed to develop a campaign that encouraged users to take photos of the product, in order to increase brand awareness - so that's just what we did. We took the first #thefrankeffect photos and posted them to our page - we included instructional copy and reminders through out all of our touch points. Basically, we set out to encourage our customers to engage with us online and take the taboo out of their bathroom routine by sharing it with the world.
6. How popular are natural beauty regimes in Australia? Is this something the brand played off from or is it something that Frank is leading?
Natural products have always existed, however people seem to be more conscious of what they are putting in and on their bodies, than ever. We hope that we're playing an important role in educating people about the benefits of natural ingredients, especially for the ongoing treatment of skin conditions such as eczema, psoriasis and acne.